1. Chapter 15 Review December 12, 2007

2. 1) What is a subliminal message? How does it differ from a supraliminal message? Give examples of subliminal messages in daily life in your answer. A subliminal message is one that is processed without conscious awareness. Supraliminal messages exist above the threshold of consciousness and are adequate to evoke a response or induce a sensation that is conscious.

3. 2) The three types of subliminal messages are: embedded images, sub-audible messages, and electronically altered signals. Describe each one and give examples. Embedded images: words or pictures that are shown for only a few hundredths of a second Sub-audible messages: so faint that they can’t be heard, or played at such high frequencies that the human ear cannot detect them Electronically altered signals: backward masked messages and voice alteration

4. 3) Describe some of the flaws in subliminal research. No studies have employed a double-bind procedure (in which neither the experimenter or the participant know which is subliminal, which is not) Many do not use control groups

5. 4) Music plays an important role in advertising and sales. Describe some of the ways it is used. Song lyrics can be persuasive, through the central route (Petty and Cacioppo) Background music can persuade via the peripheral route (P and C) It can be used to: –Reinforce the products’ images –Increase exposure (mere exposure hypothesis) –Mnemonic device (via jingles)

6. 5) Describe some of the effects of background music. It can affect the atmosphere of a location. It can regulate the pace of the activity. It can influence mood. It can affect task performance: –Workers in an up-tempo environment are more productive –Introverts scored lower than extroverts on comprehension tasks with background music

7. 6) Describe the connection between smell and persuasion. Fragrance can influence attraction. Fragrances can sidetrack people’s thought processes, making them more emotional and less rational. Fragrance can influence mood. Pleasant scents can increase task completion. Smell can also influence consumer behavior.